A Real Resolution

11 Feb 2011|ladams

Before the countdown to the New Year begins, weight loss products and advertisements are reeled up and ready to go. It’s not surprising that losing weight consistently ranks in the top 10 of resolutions. But we also know that come February many have already fallen of the wagon.

In spending countless hours discussing internal struggles and rationalizations with consumers, I’ve heard so much uncertainty about one’s value to the world, equating happiness with thinness, and complete disgust if (God forbid) you fall of the wagon in February.

Why aren’t there more positive messages out there to say, ‘you’re great the way you are?’ Why don’t we have more role models in this category? Clothes might hang better on pole-thin models in a fashion show, but if it’s not representative of what clothes would actually look like on a real body – why continue to reinforce these unrealistic examples? Especially for so many young girls growing up learning that their self-worth is tied to how they look – much of this specifically to looking thin.

In the past year I was excited to see the launch of Levi’s Curve ID. Jeans are probably the most frustrating piece of clothing to shop for as a woman; our bodies are simply not cookie cutter shapes that should be fitted on a waist measurement alone. Finally, a company got that and found a way to make a difference not only in making denim shopping easier, but also in restoring some confidence and self acceptance. Other companies like Dove also found a way to celebrate the beauty of real women in their campaign for real beauty.

I’m perplexed as to why I haven’t seen more of this in other categories, especially food and beverage. Why are there still so many advertisements and messaging telling us to downsize? Why not take the start of the year to celebrate resolutions on feeling good about ourselves? More companies could learn something from Levi’s – maybe it’s not about offering a cookie cutter solution, but focusing on the various ways in which we’re all different.